São Paulo continues to consolidate its position as one of the leading destinations for international events in Latin America. In the first quarter of 2025, the city is projected to host 1,584 events, a 110% increase compared to the same period last year. While the number of participants grew moderately, from 18 million to 19.89 million, the outlook is promising, reflecting the recovery and expansion of the sector.
The economic impact of major events is significant. The 2025 Carnival attracted 16 million people and generated revenues of R$2.4 billion. Other major events, such as the Brazilian Cardiology and Fitness Congress, also contributed to the city's dynamism. Furthermore, the entertainment sector grew by 177%, driven by international artists such as Madonna and Coldplay.
The distribution of events across the city's various regions demonstrates the diversity of the offerings. Faria Lima has established itself as a corporate hub, while venues like Ibirapuera and Avenida Paulista host prominent cultural and social events. These events not only boost the local economy but also highlight São Paulo's cultural diversity.
International tourism has also benefited, with a 32% increase in foreign tourists in the first months of 2024. The number of international visitors is expected to continue growing, consolidating São Paulo as a key global destination.
Brazil occupies a prominent position in the global ranking of international events, being the only Latin American country in the top 20. This leadership in organizing global congresses and events reinforces São Paulo's competitiveness as an international business and tourism center. With a focus on sustainability and emerging sectors, the events industry continues to evolve, boosting the local and global economy.